The future of customer acquisition in commercial banking lies in a strategic blend of physical and digital channels, combining the efficiency and reach of digital with the trust and personalization of physical interactions. Fatih Ogun, Head of Strategy at Akbank, delves into the mechanics of phygital integration, the benefits of such a strategy, and the steps banks can take to implement it effectively.
In the evolving landscape of commercial banking, institutions are increasingly confronted with the challenge of aligning their customer acquisition strategies with the rapid pace of digital transformation. This alignment is not merely about adopting new technologies but entails a strategic integration of physical and digital channels. The convergence of these channels offers a comprehensive approach to attracting, engaging and retaining customers by leveraging the strengths of both worlds.
Understanding the blend of physical and digital channels
Digitalization has been a pivotal element in the banking industry transformation. It has played an important role in transitioning from physical-only channels to the channel structure of big-tech players. However, the transition doesn't entail an outright replacement of physical channels. Instead, it calls for a harmonious blend where each channel complements the other, creating a seamless customer journey from online to offline touchpoints and vice versa. Digital channels offer convenience, speed and accessibility, allowing customers to engage with banking services anytime and anywhere. These include mobile banking apps, online platforms, chatbots and social media. Conversely, physical channels, represented by branches and face-to-face interactions, provide personalized service, trust and complex problem-solving capabilities that digital channels cannot fully replicate.
Want to keep reading?
Create a web account to get access to more insights
